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Dr. Kristina Rodig: How to touch electricity and gas

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Dr. Kristina Rodig: How to touch electricity and gas

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Slides from Dr. Kristina Rodign’s talk at Service Experience Camp 2015 on ‘How to touch electricity and gas’

Making energy tangible: How an energy provider implements service design — Dr. Kristina Rodig, Head Of Customer Insight & Innovation at E.ON

What happens to an energy provider, when it adopts the service design course? How to change a historically grown technocratic corporation structure towards a customer-centric philosophy? The key talk presents the “E.ON approach” for better customer experiences and a customer-centric corporate culture by presenting specific examples.

Slides from Dr. Kristina Rodign’s talk at Service Experience Camp 2015 on ‘How to touch electricity and gas’

Making energy tangible: How an energy provider implements service design — Dr. Kristina Rodig, Head Of Customer Insight & Innovation at E.ON

What happens to an energy provider, when it adopts the service design course? How to change a historically grown technocratic corporation structure towards a customer-centric philosophy? The key talk presents the “E.ON approach” for better customer experiences and a customer-centric corporate culture by presenting specific examples.

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Dr. Kristina Rodig: How to touch electricity and gas

  1. 1. How to touch electricity and gas Dr. Kristina Rodig
  2. 2. 2 Energy is a commodity market; electricity and gas are intangibles
  3. 3. A year with E.ON: Touchpoints with customers are rather rare – and not necessarily positive 3 Jan Feb Mar Apr May Jun Oct Nov DecJul Aug Sep Year-end billQuestion relating to bill or contract
  4. 4. Two major journey projects addressed the core processes from meter reading to payment I‘m choosing E.ON I‘m coming to E.ON I‘m well looked after at E.ON I‘m staying with E.ON I‘m leaving E.ON I‘m coming back to E.ON Customer Journey project „Arrive and stay“ Customer Journey project “Prevent suspension“ Customer Journey project „Young Households“ Customer Journey project „From meter to payment“
  5. 5. 48 concepts were developed to design a delighting customer journey + 21 concepts from „prevent suspension project
  6. 6. Example: Understand customers needs
  7. 7. Excample: Co-creation
  8. 8. Example: Concepts along customer journey
  9. 9. A smart set of linked concepts were launched in 2014/2015 allowing individual Customer Journeys 1 4 E.ON Smart Check (Live-Pilot launched in January 2015) is an early warning system making it easier for customers to check whether their consumption is in balance with their advance payments or not New, intelligent bill layout (launched in August 2014) Simplifies understanding the bill´s contents at one glance for customers as they receive customized, context dependent contents, e.g. personalized energy tips in case of high consumptionCash payments (launched in November 2014) Are a new, user-friendly way for customers of setting one´s bill in an uncomplicated way at more than 6.000 retailers in Germany. Customers benefit from avoiding barring by immediate payment effectiveness. Helping Services (first concepts launched in January 2015) Such as financial consultation in co- operation with charity organizations aid in managing their bill payments, Payment Support Team and Payment Plans. New Payment Reminders with storyline (launched in May 2015) Starts as friendly reminder, followed by clear showing the consequences while always giving a helping hand and activating to contact us for finding a solution. Helping Services and Cash Payments get promoted at a certain critical point.
  10. 10. The CAP program resolves a multitude of unsatisfied customer needs 15 Customer needs and worries “E.ON protects me from nasty surprises” “I can check my consumption at any time” My year with E.ON Shows all communication and interaction with E.ON, upcoming tasks and reminders Consumption to date Recording and showing consumption to date Consumption analysis Showing the energy consumption analysis and associated customer specific explanations and recommendations Energy saving tips Customer specific energy saving tips tailored to the personal lifestyle and residential circumstances Early warning system Monitoring centre that warns as soon as consumption deviates from the monthly payment1 Bonus / Incentive Emblems and bonus points as an incentive to take part in activities set in advance2 Shop Simple shop to order products and services, discount in exchange for bonus points Help desk Frequently asked questions, customer service and customer forum E.ON Smart check
  11. 11. Implementing the new bill was done with the involvement of our customers 1 6 Development together with customers • Drawing up a catalogue of requirements with the line departments involved (EKU, Customer Insight, Brand Communication, Legal, Taxation etc.) • Preparing alternative bill variants on this basis • Conducting qualitative market research with E.ON customers in 3 rounds with direct optimisation of the variants Input Concepts from Customer Journey project Implementation Implementation of the final concept New, intelligent bill layout
  12. 12. Solutions for customers with in payment difficulties have been developed Cash Payments Option to pay the bill in cash in selected retail stores – especially for customers in Receive dunning letter Pay cash Instant approval 17 Cash Payments Success so far • Total amount of receivables settled: €3.300.000 • 19.2k payment forms sent out, thereof 12.6k payments processed (=65.5%!)
  13. 13. Solutions for customers with in payment difficulties have been developed Five concepts have been started in 2015 1. Introducing a dedicated hotline for charities and public agencies 2. Caritas: finding solutions in individual cases and in exceptions foundations taking over the energy debts 3. Job center: taking over energy debts (loan for customers), direct payment of instalments 4. E.ON: concessions in instalment plans 5. Mediating free of charge electricity checks from Caritas or consumer advice centres to the unemployed 18 Helping Services
  14. 14. Creating holistic customers solutions with stakeholders and new diverse partners prepares the organization for the future Strictly customer focussed Collaborative working together with customers Interdisci- plinary team settings Inter-sectoral co- operations Partnerships with Startups Creating digital solutions
  15. 15. The major breakthrough: cultural transformation with the Open House FROM ZERO TO HERO | E.ON + minds & makers
  16. 16. Service Design today: Inhouse Training & cross- sectoral projects
  17. 17. Thank you!

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